Attention (advertising)


In advertising research, attention is the qualitative measure of an advertisement's effectiveness in arousing interest in a viewer.
based methodologies can be used to collect qualitative responses which inform a measure of attention to an advertisement in a simulated environment. One example of this is a "dummy advertising vehicle test," in which a test is shown with control ads in a controlled environment designed to simulate a commercial break on television. The test ad is embedded alongside either directly competitive advertising, or ads from non-competing product categories, depending on the advertiser's preference. Respondents are asked the question "Which of these ads did you find interesting?" If the test ad is spontaneously mentioned, then that response is counted toward the attention score.
Quantitative techniques such as are used to measure attention and spontaneous response to marketing messages. Attention data using this methodology can be collected in a variety of simulated environments such as at home or work, as well as across a variety of different screens and devices. In addition to measuring attention, this data can be used by advertisers to optimize the design and placement of advertisements.